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"The year 2024 has showcased the resilience and adaptability of the Indian TV industry in a time of changing viewer habits, rapid technological advancements, and shifting industry dynamics," said Sandeep Gupta, Chief Operating Officer at Shemaroo Entertainment. "Despite the global buzz around digital platforms, India’s television sector has carved its own unique path, solidifying its role as the most trusted and widely accessible medium for households across the country."
Gupta continued, "Interestingly, while digital platforms have seen massive growth, linear TV consumption in India has not only remained strong but grown. In 2024, Indian viewers spent more time watching television than ever before, with the average weekly viewership increasing by nearly 45 minutes compared to 2022. This growth highlights TV’s enduring appeal as a family-first entertainment medium, particularly for regional and general entertainment content that resonates deeply with Indian viewers."
He added, "The Hindi-Speaking Markets (HSM), representing a significant share of the TV audience, saw robust demand for family dramas on both Free-to-Air (FTA) and Pay platforms. Fiction shows rooted in the cultural and emotional sensibilities of the Hindi heartland dominated viewership."
Gupta pointed to specific examples: "Even reruns of popular dramas, blockbuster movie premieres, and nostalgic mythological content kept FTA audiences hooked. A notable example is the re-airing of Ramayan, one of the most iconic shows in India's history, on Shemaroo TV, catering to HSM. It resonated deeply with viewers across the country, garnering widespread appreciation and significant viewership."
Gupta also highlighted the role of regional content, explaining, "FTA viewers in regional markets turned to affordable and accessible content like news, devotional programs, and dubbed shows from other languages. These markets experienced a growing demand for culturally rooted and hyperlocal storytelling."
On the success of Shemaroo Marathibana, Gupta noted, "Shemaroo Marathibana, a regional Marathi FTA channel, effectively catered to this demand by airing iconic Hindi shows like Ramayan, Shri Krishna, and Karmadhikari Shanidev, dubbed in Marathi."
2025: Emerging Trends to Watch
Looking ahead to 2025, Gupta remarked, "Television will continue to be a cornerstone of media consumption in India, continuing its dominance as a trusted and far-reaching platform."
He added, "India is expected to retain its position as the fastest-growing TV advertising market worldwide, despite decline in most other major markets. India is projected to rise from the 7th to the 4th largest TV advertising market by 2028, with ad revenues growing at a CAGR of 4.2%, from ?31,000 crore in 2023 to ?38,000 crore by 2028 (Source: PWC report, December 2024). This underscores the enduring relevance of linear TV amidst global declines in ad revenue."
Gupta explained that Free-to-Air channels will play a pivotal role in this growth: "FTA channels will be pivotal in this growth, particularly in rural areas, where affordability and accessibility drive viewership. Platforms like Prasar Bharati’s DD Free Dish are expected to expand further, with the potential of adding more channels as new slots are auctioned."
He continued, "Regional content will also remain a key growth driver, with increased investments in hyper-local storytelling across languages like Tamil, Telugu, Kannada, Marathi, and Bengali. These culturally rooted narratives will continue to resonate with audiences, fostering deeper connections and loyalty."
Connected TVs and FAST Channels: Key Growth Drivers
Gupta highlighted, "Connected TVs have become a key driver of this evolution, supported by affordable smart TVs and better broadband availability in urban and semi-urban areas. India now has over 32 million CTV households, and this number is expected to surpass 60 million by 2025."
"This surge has boosted Free Ad-Supported TV (FAST) channels, offering broadcasters new revenue streams while giving advertisers cost-effective ways to target premium audiences," Gupta said.
A Revival of Classic Indian Shows with Modern Twists
Gupta predicted a significant shift in programming trends for 2025, saying, "There could be a revival of Classic Indian Shows with modern twists in 2025. Classic shows (Mythological and other genres) have long been a cornerstone of Indian TV, but the future lies in reimagining these stories with contemporary narratives and fresh perspectives. By exploring untold stories or lesser-known characters, broadcasters can breathe new life into traditional tales."
He further explained, "This blend of nostalgia and innovation has the potential to captivate younger audiences while retaining existing viewers, helping broadcasters broaden their appeal and attract new demographics."
Artificial Intelligence: Revolutionising the Media Landscape
Gupta also touched on the transformative potential of emerging technologies, particularly Artificial Intelligence. "Artificial Intelligence, especially Generative AI (GenAI), is set to revolutionise the Media and Entertainment industry in the near future," he said. "For the TV industry, 2025 could mark a significant leap, with AI driving innovations in content creation, subtitling, dubbing, and personalised marketing strategies."
He concluded, "This integration will not only improve operational efficiency but also deliver tailored viewing experiences as part of modern media strategies."
